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All Journal Jurnal Mahasiswa Kreatif
Shinta Nurliana
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Religion Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Public Health Social Sciences

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Pengaruh Electronic Word of Mouth (E-WOM) dan Brand Image Terhadap Keputusan Pembelian pada Pengguna Tokopedia Dhea Eka Vitaloka Khoirunnisa; Sintya Dini Wilanda; Shinta Nurliana; Khairani Zikrinawati; Zulfa Fahmy
Jurnal Mahasiswa Kreatif Vol. 1 No. 2 (2023): Maret: Jurnal Mahasiswa Kreatif
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59581/jmk-widyakarya.v1i2.749

Abstract

This study aims to determine the effect of electronic word of mouth (E-WOM) and brand image on purchasing decisions among Tokopedia e-commerce users. This study uses a quantitative research design with data collection techniques in the form of purposive sampling. The subjects in the study totaled 174 respondents who were users of the e-commerce application Tokopedia who had made at least one purchase aged 17-60. The results showed that the electronic word of mouth (E-WOM) variable had a significant effect on purchasing decisions on Tokopedia e-commerce. This is evidenced by the results of the tests that have been carried out obtained t count of 3.126 > 1.973 t table. Brand image variable also has a significant influence on purchasing decisions. This is evidenced by the results of the tests that have been carried out obtained t count of 18.362 > 1.973 t table
Co-Authors Dhea Eka Vitaloka Khoirunnisa KHAIRANI ZIKRINAWATI Sintya Dini Wilanda Zulfa Fahmy